HCBE Faculty Articles
Title
Corporate Objectives in Sports Sponsorship
Document Type
Article
Publication Date
1987
Publication Title
International Journal of Advertising
ISSN or ISBN
1759-3948
Volume
6
Issue/Number
4
First Page
299
Last Page
312
Abstract/Excerpt
This article considers corporate objectives in sports sponsorship. The important question is to determine why companies sponsor sport when there are other promotion techniques available to them. Reasons for sponsoring sport in the first place are discussed, as well as broad corporate objectives in becoming involved in sponsorships. This study involved a sample of 45 sponsors who received media exposure in South Africa between November 1984 and March 1985. Results show that the most important reasons for sponsoring sport include potential TV coverage, promoting the corporate image and the potential of spectators as customers. Anonymous sponsorship, even philanthropic, is rare.
DOI
10.1080/02650487.1987.11107030
NSUWorks Citation
Abratt, Russell; Clayton, Brian C.; and Pitt, Leyland F., "Corporate Objectives in Sports Sponsorship" (1987). HCBE Faculty Articles. 947.
https://nsuworks.nova.edu/hcbe_facarticles/947
